So, you have decided to take matters to the next level?
For any business website, organic traffic is a valuable asset. However, you’re aware that it has its limits. Now, you want to up your game.
As the social media ad campaigns are concerned, paid Twitter promotion is among the superior ones. Yes, it probably doesn’t have the reach of Facebook Ads, but it is still very much worth it, especially if you are dealing with young adults.
Creating promoted Tweets is not a complicated venture, but there are some things that you need to be careful about.
To make things simple, I will take you through the process of Twitter ad creation step-by-step.
Let’s jump right into it.
1. Get ready
In order to begin, you must login to your Twitter account.
You should know that you can promote any tweet, regardless of how old it is. However, if you want to create a brand new tweet for your campaign, now is the time to do it.
Then, on the right of the Feed, click on “Advertise with Twitter”. This will lead you to the Ads center.
2. Ad Objectives
Choosing the objective for your ad campaign is incredibly important, because it affects how your ad will be shown and what properties it will have. When choosing the objective, ask yourself: What do I want to achieve with this ad?
Twitter keeps introducing new objectives from time to time, so the possibilities keep expanding. Currently, there are 8 different Twitter promotion objectives available.
- Website clicks or conversions: the objective that I’ve found the most useful. This option is great for driving traffic from Twitter to your website. Also, it will help you achieve your conversion goals. You will pay for the number of website link clicks.
- Promoted video views: I’m sure you are aware of the popularity and effectiveness of using videos and GIFs in advertising, so the value of this objective is pretty much self-explanatory.
- In-stream video ads: these ads are also a great way to raise awareness. If you choose this option, your videos will be shown alongside other, relevant video content. From the user’s point of view, this is like the Twitter version of YouTube ads. The value of this choice is that fact that users have to see your video, from start to the end, if they want to finish watching that other content.
- Followers: If you are a blogger or an influencer, this is a useful one. It will help you increase your following and authority. However, if you are looking to increase sales, my advice is to opt for another objective. You will be billed only for the followers you gain.
- Tweet engagements: While with this objective you may manage to maximize the engagement of your Tweets and boost likes and comments, it is way too expensive. You will be charged for every single click on your tweet, even when someone just enters the Tweet to see other comments or goes to your Twitter profile.
- Awareness: The issue with this objective is that it is too wide. Its purpose is to show your tweet to as many people as possible. This has some benefits, but it also means that your ad will be shown to lots of people who are not your target audience and who aren’t interested in what you have to offer. This can also get costly, as you will pay per number of impressions.
- App installs: With this option, the goal is to have as many people install your app. While the idea is good, in practice it just doesn’t work. Honestly, how many people do you know who go to Twitter to find and install apps?
- App re-engagements: These ads will remind the existing users of your app to use it more often. However, I just never had any success with it, probably for the same reasons as with App installs.
There are several things you must pay attention to here.
When choosing the name for your campaign, be as specific as possible. Since you will probably have several similar campaigns for testing reasons, make sure each one has a distinctive name.
Twitter loves recency. Even if your tweet is promoted, newer tweets will have an advantage. This is why, when choosing the start and end dates for your campaigns, you should never choose longer periods. While on some other social networks campaigns that last several weeks might work, that is not the case with Twitter.
What you should do here is run a series of several short, but similar ads. Limit your campaign to three days, and then start a new one, with a fresh tweet, but some objectives and targeting. This tactic will definitely make your campaigns successful.
When it comes to the ad bidding process, Twitter promotion is rather simple.
First, you need to choose a daily budget for your campaign. You can also set the total budget if you wish to.
The next step is setting up the bidding for the specific ad group. If you are a beginner, my advice is to stick with the Automatic bid option.
For those of you who are more seasoned marketers, go with the Maximum bid. If you are sure that your ad is recent, relevant and that it will attract lots of engagement, set the Bid amount to the amount just a bit lower than the minimal recommended one.
Finally, we have reached a major step in the process. You may have a perfect ad, with high bids and best objective, and it still won’t make any progress if you target the wrong people. Think hard who your customers are, what they do and what they like, and you won’t have any problems with this part.
Twitter allows you to define your audience according to several characteristics:
- Gender: if you have a product or a service that is preferred by one gender, this is a must for your campaign.
- Age: You can select your audience’s age range. I never choose any specific age, but I think it’s a good idea to limit your audience to the age of 21 or older. That way, you know that your ad will be shown to adults, and not kids who need to ask their mom and dad if they can buy your product.
- Location and language: if your company is international, this step is not obligatory. However, if it is a local business, this step is obligatory.
- Technology: Twitter can also define your audiences according to their devices. This is usually not an important aspect, but in certain cases, it can be highly valuable. For example, if you are promoting an app that supports only iOS, you’ll want to show your ad only to the iPhone users.
Just like on Facebook, you can target people on Twitter based on their personal information. These relate not just to the information on their profiles, but also to people they follow, their conversations and tweets, and search queries. Some of these options are:
- Type of their education
- Life stage – are they newlyweds, students, or moms and dads
- Relationship status
- Political preferences
- Events they visited and talked about
- Places they have visited
- Their hobbies and interests
This is by far my favourite option. You can set your ad so that it shows to people who follow a specific account or people similar to them. This is a great way to reach your competitors’ customers. For example, if I’m promoting a new coffee shop, I would choose to show my ad to Starbucks’s followers.
Don’t show you promoted ads to your own followers. They will see you posts anyway, so it’s a waste of resources.
When targeting your audience, make sure that you are in the green part of the audience summary. That way, your ad will reach enough people to make a difference.
In this step, you are supposed to select which of your tweets you want to promote. You can also promote Twitter cards.
Another important part of this step is selecting the placements for your ads. The options are:
- Users’ timelines
- Search results
- Profiles and Tweet detail pages
- Twitter Audience Platform
My recommendation is to always use the timelines and search results. If you want to expand your reach, Twitter Audience Platform is also a solid choice. I don’t like placing my ads in their profiles and detail pages, this seems a bit too much to me, I don’t them to feel bombarded by my ads.
Before launching your ad, make sure to review it carefully. Once it is out there, follow the analytics and see if it works. I suggest testing several different combinations and deciding which one is received best by the audiences – then you can invest more in it.
And that’s it, folks! Now is the time for you to enter the world of Twitter promotion and start creating your own ads. Let me know how it works for you!